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Looping videos have been hugely successful on Vine as have the looping gifs on Tumblr.

On February 4, Instagram has become the latest platform to offer this feature. It appears that brands have taken notice and are enthused about the possibilities this offers. As soon as the feature was public, brands such as Gap strung into action. According to Adweek, Gap debuted a “new micro-show on Instagram” featuring actors with pretty good resumes. The Gap has said this will be a 12-part series, which will also be cross-posted to YouTube. Sure seems like a pretty penny to spend on a social media campaign, maybe they see great value in this new feature. Instagram is no longer just the place to post photos with retro photo effects but they’ve been able to take the successful features from other platforms and bring them all into one space.

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